In addition to its creation of a ‘cluster’ for Southern Europe, which we reported about yesterday, Adidas has established similar regional clusters for Northern and Central Europe in the past few months. Cluster North is headed up by Kathryn Swarbick and includes the U.K., Ireland, the Benelux countries, Denmark, Norway, Sweden and Finland. She started in her position last November, based in the U.K., after working for United Biscuits, Diageo, Heineken, PepsiCo and, lately, before joining Adidas, as commercial and marketing director of the English Football Association starting in 2018.
Run since last July by Marina Moguš, Cluster Central includes Germany, Austria, Switzerland, Poland, the Czech Republic, Hungary, Slovakia, Lithuania, Latvia and Estonia. Moguš has been working with Adidas and Reebok since the end of 2007. She served most recently, starting in 2018, as general manager for Eastern Europe, based in Warsaw.
Again, Cluster South is headed by Mathieu Sidokpohou, based in Paris, and includes France, Italy, Spain, Portugal and Greece as well as a host of other countries: Croatia, Cyprus, Serbia, Slovenia, Montenegro, Kosovo, Albania, North Macedonia, Bosnia & Herzegovina, Romania, Bulgaria.
The three clusters report to Arthur Hoeld, who has been Adidas’ managing director for EMEA since November 2020. Several former general managers have left the company or have been assigned to new functions at Adidas as a result of the reorganization, but a company spokesman declined to provide any further details.
